Stop blaming customers. Fix your UX.

We cannot figure out how to improve our conversion rate is often code for we have not bought from our own website lately.

The customer does not care about your platform migration, internal constraints, payment provider, catalogue logic or reporting model. They care about whether the thing works.

Before another media budget conversation, buy from your own site. Use a phone. Use a real address. Try to change your mind. Try to return something. The weak points usually become obvious very quickly.

It is easier to blame traffic quality than to admit the store is leaking demand.